Build a Culture of Experimentation and Actionable Data


Today’s marketing technology offers us access to vast swaths of data that can provide us with valuable insights into our audiences, campaign performance, and key opportunities to pursue. But all of this information is only useful if we know how to arrange, analyze, and act in accordance with the metrics we’re collecting; oftentimes, we struggle to determine what data points we need, how to examine them, and what story emerges once they’re arranged. If we want our work to be fueled by data-driven decisions, we need to know what we have and how to use it.

If this resonates with you, I invite you to join me for my Master Class at the 2020 eduWeb Digital Summit, held August 3 – 5 at the Snowbird Resort. This year’s course is designed to provide you with the resources you need to leverage your data in ways that make a real, measurable difference. In this interactive workshop, we’ll collaborate to create the paths that fuel a data-first mentality for our departments and teams. You’ll learn how to integrate experimentation into all of your campaigns, web designs, and segmented emails, and then you’ll utilize that data as the foundation for informed change. And along the way, we’ll use Google Data Studio to create dashboards so that everything you’re collecting is consumable and informs campus-wide efforts.

You’ll leave this Master Class with:

  • A clear vision of what experimentation is and how it can be integrated into our marketing and communications
  • Hands-on experience with Google Data Studio and how we connect it to our various data sources
  • Confidence in our ability to present the right data points to the right people in order to empower our institutions to make more informed decisions
  • A roadmap for implementing the data-centered mindset we need to transform our work and our teams

This Master Class is open to higher education marketers in all roles, at all levels (or those aspiring to higher ed marketing). No previous experience with Google Data Studio is required; you only need a Google account in order to participate. Want to join me? Register for the 2020 eduWeb Digital Summit; you’ll see the option to include our Master Class when you sign up. And if you’ve already registered, you can easily add the Master Class to your registration. Space is limited and this class will sell out, so don’t wait!

About our presenter: Will Patch is the Enrollment Marketing Leader at Niche, where he aids clients in building and implementing their enrollment strategies and digital outreach. He also shares insights and research on the Enrollment Insights blog, podcast, through webinars, and a monthly newsletter. Prior to joining Niche in the summer of 2019, he served Manchester University for 9 years in roles including Digital Strategist, Social Media Coordinator, and Associate Director for Admissions Operations. Outside of Niche, Will also coordinates the #EMChat community on Twitter, with weekly chats Thursdays at 9:00 PM Eastern.